Harvey Nichols launches world first with shoppable Christmas choir

By

Sandra Halliday

Published
Nov 29, 2018

Harvey Nichols is continuing its quirky approach to marketing with a Christmas campaign that sees it offering up the “world’s first” shoppable Christmas choir.

The idea is that its choir of carol singers will visit London offices and will all be dressed in looks that are shoppable via Instagram.

The campaign started Thursday and runs for four days with the choir making visits to the offices of Google, The Telegraph newspaper, beauty giant Estée Lauder and the retailer’s own offices, Campaign reported.

The carols they’re singing will be a blend of the traditional and more fun party songs.

Deb Bee, group creative and marketing director at Harvey Nichols, told Campaign: "Christmas is the fashion season, because it’s also party season. But we know that our customers are rushed off their feet. So we have partnered with Smart Works to raise awareness of this partnership and help busy women in London find a party outfit even if they can’t take time out of work. This will be delivered in the most Christmassy way we know: with a fun, glamorous, party-song-singing, shoppable Christmas choir." 

The idea was developed and the campaign created by agency TBWA\London, whose CEO said it combines "festive cheer” with “an incredibly convenient way to shop for the hottest party looks during this hectic season.”

In addition to the fun element of Christmas, the retailer is also donating money from sales at its London flagship and via its webstore to Smart Works. The charity aims to help women into the world of work by offering them dressing and interview coaching services.